The landscape for mobile content services continues to evolve. Traditionally, the MNO has sought to compete in the provision of content service to its users. But with the fragmentation of the market with the arrival of the smartphone and OTT specialists who focus on digital media and content (including providers as diverse as WhatsApp, Facebook, Google & Spotify), the MNO has initiated a series of partnerships where it provides the mobile content for those providers.

Section 1: Key mobile music strategies
-Subscription based music
-Mobile Music offered as a promotion
-Mobile Music bundles as a VAS with postpaid tariffs
-Mobile Music offered for free
-Mobile Music offered as an own branded music service

In particular, the MNO is using the name recognition of the OTT brand (including WhatsApp, Twitter & Spotify) to bundle additional mobile music & mobile social media services in with an existing mobile package.

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